The 'greening' of America is big business

Every day we are bombarded by promoters on all things “green.” Television, radio, and print advertisements are rife with “green” products and services. Hundreds of items on grocery and general merchandise shelves sport green leaves, green trees and green seals. We hear regularly about Green Building Codes, LEEDS certifications, smart growth, sustainability and new urbanism.

Green cars, green homes, green cities and green toothpaste: The very air around us is suddenly thick and swirling with green terminology, to the point of no escape.

Well, that’s not necessarily a bad thing since all of this emanated from the most lofty ideal of saving the planet. Right? Maybe, but let’s take a closer look.

For the past quarter-century big business have been up to much mischief in terms of bringing their niche products to market.

For example, a chemical company that invents a strong fiber paper. Too expensive to put in your laser printer. But wait a second, how about wrapping homes with it and calling it an “air infiltration barrier?” Now that could be sold as an energy saver. Less energy to heat or cool the home means less “carbon” emissions, so we save money and the planet; and less dependence on foreign oil means it also speaks to national security.

From that point, huge dollars could be committed for advertising campaigns to target builders. But it’s much more effective to spend the money on lobbyists. Target No. 1 will be Congress — if the product can be mandated for use, the marketing campaign is a complete success. Target No. 2 will be the building industry regulators. Again, shoot for mandates. Target No. 3? Our higher learning institutions.

Big manufacturing and big chemical have courted their favorite local universities for many years. Millions of dollars have poured in to build campus facilities and underwrite endowments, special scholarships, internships and even tenured chairs. These companies sit on the university and college boards, influence curricula, and, they teach. Today, there are no graduates in civil engineering, agriculture, surveying, urban planning, product design, etc., that have not been influenced. Viola, our seas have turned to green.

Even so, many will view this as the rightful education of our young professionals in the latest technological advancements. I’m all about that, but with eyes wide open.

The “greening” of America is big business; to the tune of hundreds of billions of dollars a year. It is rapidly growing and will continue to expand market share into the foreseeable future — even though their offerings usually cost more and often don’t live up to the hype. One executive likens it to the cell phone phenomenon: They cost a fortune in the early days but soon became affordable as demand and technology advanced.

Maybe it was also due to government deregulation of the phone industry. When the government gets out of the way the free market can do its thing. Now that’s something truly sustainable.

The green revolution will be with us for awhile, but it’s not all about saving the planet. Much has to do with the color of money.

Michael J. Raymond writes from a conservative viewpoint every Sunday. Barbara Kelly writes from the other side of the aisle on Wednesdays.

Comments are welcome, so long as they are civil. A Facebook account is required. Abuse may result in the commenter being permanently blocked. Personal attacks are strictly prohibited. We reserve the right to remove any comments at any time.